Director, Vertical Marketing

The Director of Vertical (Industry) Marketing is responsible for setting and executing the go-to-market strategy for targeted industry verticals, driving demand generation, and enabling sales success. This role requires both strategic leadership and a hands-on approach to campaign execution, content creation, and cross-functional collaboration. The successful candidate will partner closely with vertical sales leaders and leverage their expertise to translate industry insights into compelling marketing programs that drive pipeline and revenue growth. Deep subject matter expertise in each vertical is not required; instead, the focus is on marketing excellence, collaboration, and execution.

Roles and Responsibilities

• Vertical Strategy & Positioning
  • Develop and own the marketing strategy for key industry verticals, including market segmentation, value proposition, and differentiated messaging.
  • Collaborate with vertical sales leaders to gather industry insights, customer pain points, and competitive intelligence to inform strategy and content.
  • Create and maintain vertical playbooks outlining customer personas, buyer journeys, and industry-specific messaging, with input from sales leaders.

• Campaign Execution & Demand Generation
  • Design and execute integrated marketing campaigns (digital, events, webinars, content, ABM) tailored to each vertical, with a focus on lead generation and pipeline acceleration.
  • Optimize campaigns for conversion, leveraging data-driven insights to refine tactics and maximize ROI.
  • Own marketing-driven pipeline targets and report weekly on lead generation, productivity, and opportunity creation.
• Sales Enablement & Collaboration
  • Partner closely with vertical sales leaders to align marketing and sales strategies, ensuring tight feedback loops and optimizing efforts across the funnel.
  • Develop sales enablement tools, collateral, and training to empower the sales team to effectively engage prospects within each vertical.
  • Provide ongoing market intelligence and campaign performance insights to sales and product teams.
• Partnerships & Industry Engagement
  • Build and execute co-marketing and partnership strategies with industry and channel partners, including joint events and content.
  • Support the company’s presence at industry events, conferences, and forums to enhance brand presence and thought leadership.
• Budget & Performance Management
  • Manage vertical marketing budgets, ensuring efficient allocation of resources and tracking of spend against ROI.

Analyze and report on campaign performance, pipeline impact, and key metrics to senior leadership

Ideal Candidate Profile:

• 10+ years of B2B marketing experience, with at least 3 years in a vertical/industry marketing or related leadership role.
• Proven track record of building and executing successful go-to-market programs in complex, multi-stakeholder environments.
• Strong analytical, communication, and project management skills; comfortable rolling up sleeves to execute campaigns.
• Demonstrated ability to collaborate with sales and subject matter experts to translate insights into actionable marketing programs.
• Deep understanding of digital, content, and field marketing tactics; experience with marketing automation and CRM platforms.
• Collaborative, data-driven, and highly adaptable in a fast-paced, growth-oriented company.

This role is ideal for a marketing leader who excels at cross-functional collaboration, strategic thinking, and hands-on execution—driving results by working closely with sales and industry experts.

Salary and Benefits

Our salary ranges consider a wide variety of factors, including but not limited to benchmarking by independent third-party consultants, skill sets, years of experience, training, education, geography, and other business needs. Depending on experience, the range can be higher for candidates with exceptional experience and a demonstrated history of successful performance. This position's expected total compensation (base salary and commission range).